This Bronto white paper states: “According to academic literature, the average maximum, continuous adult attention span is less than 30 seconds and the focused attention span is less 8 seconds. Those facts mean you have precious little time to get your subscribers’ attention, keep it and, as a result, optimize where it matters. Based on these statistics, it comes as no surprise that relevance and timeliness drive responses and generic mass messaging comes up short. In order to compete for inbox-­, mind-­ and wallet-­share with your customers, your messages have to compete for inbox-­, mind-­ and wallet-­share with your customers. Your messages have to relate to them instantly.”